The Foundation
The Carrot Foundation — mission, vision, founding team, and governance structure.
The Carrot Foundation
The Carrot Foundation is the guardian of the Carrot ecosystem — responsible for the development of the standard and registry, methodology compliance, and operational continuity of the network.
The Foundation is governed by a Council that guides strategic direction and ensures the ecosystem evolves responsibly and auditably. As the network grows, participation will be progressively expanded through three governance phases.
Mission
To accelerate the transition to a resource-efficient, low-carbon, and inclusive circular economy.
Vision
We believe a low-carbon, circular future can only be achieved through collaboration, rooted in individual responsibility. The Foundation aims to scale global recycling rates from less than 18% to more than 90% by 2040.
Founders
Ian McKee — President Accredited TRUE Zero Waste and LEED AP. Formerly at Goldman Sachs Sales & Trading. Led the largest green building initiative ever undertaken in Brazil during the World Cup, certified the world's first LEED Gold stadium, and digitized the world's first zero waste bar and restaurant network. Former CEO of Solidos, a logistics services marketplace for WasteTech. Technology advisor to the Zero Waste International Alliance.
Marcelo Doria — Vice President Serial entrepreneur with a track record in media, sports, data, and technology. Founded and led an internationally award-winning media company in film and books. As CEO of a sports management company, rebuilt the Brazilian basketball league and brought the national team back to the Olympics after a 15-year absence. Founded and led an analytics and data company. Former COO of Solidos.
Team
Rodrigo Moraes — Director of Operations & Strategy Responsible for product, technology, and operations. Ex-founder of Finder Consulting. Ex-Riachuelo and ISS World.
Cristiano Santos — Co-CTO Innovation & Traceability. Ex-Torch Works and Solidos Inc.
Rafael Sangalli — Co-CTO Senior Software Engineer. Ex-Apple, IBM, and Amazon.
Bruno Siqueira — Marketing Head of Marketing. Ex-Colgate-Palmolive, Kimberly-Clark, and Espaçolaser.
Laura Budzisz — Operations Operations Coordinator and UX/UI specialist. Responsible for methodologies and operational processes.
Paulo Menarim — Environmental Environmental Engineer, graduated from UFPR.
Advisory committees
The Foundation convenes advisory committees in five key areas to guide ecosystem development:
- People & Governance — Inclusion, equity, community building, and engagement
- Environment — Closed-loop resource management, ecosystem health, GHG reduction
- Economics & Finance — ESG, EPR, capital management, emerging business models
- Legal — Environmental law, commodities, policy advocacy
- Technology — Blockchain, security, AI, IoT
For the current list of advisors, visit carrot.eco.